From trial to daily: a decade of change in Chinese coffee consumption

I. From “scenario consumption” to “habit consumption”

Ten years ago, drinking coffee was mostly tied to specific scenarios such as “business meetings” and “hotel stays”; today, it is increasingly embedded in high-frequency daily life such as commuting, working, breakfast and dining. This “de-ritualization” is a sign of the market truly expanding — when coffee needs no reason, consumption frequency naturally rises.

II. Price decline and channel sinking

The price band of made-to-order coffee keeps extending to the mid-low range, with a single cup of 10–20 yuan becoming the norm in many cities, significantly lowering the trial threshold. At the same time, the store network extends from first-tier and new first-tier cities to third- and fourth-tier cities and even counties, making “coffee at the doorstep” a reality. The dual sinking of price and geography together converts potential demand into real consumption.

III. Expansion of demographics and categories

The consumer group has expanded from veteran coffee drinkers to students, blue-collar workers, seniors and other broader groups; in categories, from classic lattes to fruit coffee, tea coffee, oat lattes and other innovations, the enrichment of the supply side in turn educates and activates demand. Online retail (freeze-dried, drip bags, coffee concentrate) also makes “good coffee at home” simple.

IV. Implications for producing regions

The daily-ization of the demand side means the growth logic is shifting from “store-opening dividend” to “frequency dividend.” For domestic producing regions such as Yunnan, whoever more deeply integrates into daily consumption scenarios and builds stable quality and brand awareness will gain a more solid foundation in the next stage.

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